Haier Brand Cultivation Strategy Research

Enterprise brand communication is the enterprise business philosophy, corporate culture, corporate values and our attitude to consumers, etc., is that consumers understand the portal of the enterprise, is the enterprise of the silent business card. Nowadays, with the advent of the era of Internet, domestic and foreign market competition intensifying, enterprise want to gain a foothold on the market at home and abroad, it is necessary to implement the strategy of sustainable development, the enhancement enterprise core competitive ability, depth of the innovation of the enterprise brand strategy to foster. Brand culture is a complicated systemic project, it needs clear goals, precise division of labor, and meticulous. At different times, the enterprise needs to combine both at home and abroad market situation, national policy to adjust enterprise management mode, to enhance the strength of the brand management, create well-known international brands.In this paper, based on the theory of brand management and enterprise development strategy theory and related research at home and abroad on the basis of the theory with practice, the paper analyzes the current situation of the current domestic enterprise brand cultivation, summarizes the experiences and lessons in the process of enterprise brand management, discuss the effective development of enterprise brand management mode., in turn, Haier group, for example, starting from the reality of Haier group, the enterprise brand management theory and method for reference, the Haier group is the external environment and internal environment SWOT analysis in-depth analyzes the advantages and disadvantages of the Haier group brand management in Haier group to bright spots and weaknesses exist in the process of brand management, on the basis of making the Haier group brand cultivation measures, the formation of the development of a set of effective measures, to promote the constantly steady development of the Haier group brand management strategy to provide theoretical support. This article is based on Haier group case for the development of the enterprise brand management provide Suggestions and comments, and multi-angle, all-round, multi-level to Haier group of brand management strategy carries on the thorough analysis, put forward feasible Suggestions for enterprise brand management, make some beneficial exploration for the development of the brand management enterprise.